Heritage denim brand Levi’s continues to uphold one of its core values in empowering customer self-expression through hand-painted art on denim. The store’s in-house artists at SM North EDSA and SM Mall of Asia create one-of-a-kind clothing with original designs to give shoppers a truly tailored experience.
Signature Lines, Inc. (SLI), an affiliate of SM Retail and the exclusive franchisee of Levi’s in SM, exclusively offers this service in two Tailor Shops in the Philippines—SM North EDSA and SM Mall of Asia. This initiative is the first of its kind in the Asia Pacific that bridges an enhanced customer experience of individual representation while empowering the local artist scene.
“We wanted to go beyond the usual tailor services,” said Mr. Jeffrey Lo, Senior Vice President and Business Unit Head of SLI. “We wish to provide an inclusive space for our customers to express themselves that goes well above the patches and alterations and make it really personalized.”
Mr. Lo also shared that inclusion also means reaching out to a new generation, particularly the youth, to experience Levi’s as a brand for themselves.
“Levi’s may have brand recognition from our loyal customers, but we also wish to share this different brand experience with the younger generation,” he said.
Denim as canvas
Ms. Margarette Valentin, from Malabon, Metro Manila is the first artist that SLI got on board with the hand paint services in its tailor shops.
“Many members of our family are artists in their own regard. I started drawing architectural plans then interior design, but I’ve always wanted to work in the fashion industry,” she said. “Kaya nakakatuwa po na may opportunities na ganito sa Levi’s at SM na nag-susupport sa mga artists.”
(It makes me happy that there are opportunities like this in Levi’s and SM that supports artists.)
Mr. Paulo Rogado, from Calamba, Laguna, one of the artists at the helm of these tailor shops recalled that he could have never imagined a position such as this one to exist.
“Since high school po kasi ako nahilig sa arts,” he said. Kahit computer engineering po ang tinapos ko, hindi po talaga nawala yung passion ko. Kaya malaking tulong ang ganitong oportunidad gaya ng sa Levi’s at SM sa aming mga artist.”
(My passion for art started in high school. Even if I graduated with a computer engineering degree in college, that passion never really went away. That’s why Levi’s and SM have been very helpful for artists like me to have opportunities such as this one.)
When asked about what art can contribute to Levi’s products and by extension to what SM can offer its customers, Paulo said it becomes more valuable. Value not solely about financial—but the distinctiveness that a customer can add to their Levi’s apparel.
“Di lahat ng clothing [clothing store] may ganitong service,” Paulo said. “Para sa akin, iba lang talaga ang value ng hand paint o traditional art. Kasi napapalitaw mo yung personality ng isang customer at nagiging shared experience ang process.”
(Not all clothing stores have this kind of service. For me, hand paint or traditional arts just adds a different kind of value. It can bring out the personality of the customer and it becomes a shared experience between them in the process.)
The affinity of Margarette and Paulo to the arts is also expanded in collaboration with Levi’s by providing them the tools for digital embroidery. The computerized tool turns a graphic file or image, interpreted by a sewing machine and stitched onto clothing. It is an additional platform that they can utilize to translate their art onto a different medium.
“Of course, there is indispensable value in traditional hand painted art,” said Mr. Lo. “While traditional encourages you to learn the fundamentals of the craft, we believe the nuances of digital art and the quick tools to make corrections and alterations can also push the boundaries and make room for more original artwork.”
Levi’s and SM empowering creativity
SM has always been an ally of the arts in the communities where it operates. In recent years, the Group launched several free art spaces across different SM Supermalls branches to empower local artists to showcase their masterful pieces.
SM Center Las Piñas has even gone beyond its partnership with the local community United Artists of Las Piñas (UALP) and began hosting other artful expressions, such as magic shows led by the city’s very own master magician, Ramon Ello, also known as Maestro Rael.
The Group’s other installations, such as the Angono Art Walk, Art in the Sky, and the Art Gallery are located in SM Center Angono, SM City Clark, and SM City Baguio, respectively.
The encouragement of self-expression for customers goes hand-in-hand in empowering local Filipino artists said SLI Vice President of Marketing and Customer Experience Marielle M. Ardiente.
“By encouraging self-expression, we help foster an inclusive community where creativity thrives, allowing our local artists to shine by providing a working canvas,” she said.
On May 20 each year, Levi’s celebrates the anniversary of its first-ever blue jeans. Levi’s commemorated its 150th 501 Day last year tracing back its classic design from the original patent of Levi Strauss and Jacob Davis granted in 1873.
